供应链视角下创新和产品线设计决策研究

Nowadays, more and more companies use product line strategy to satisfy various consumer needs. The product line design decisions, which include the variety level, product quality and product line pricing, rely heavily on the innovation investment of the manufacturer. Moreover, the interactions among participants of the supply chain make these decisions much more sophisticated. Thus this project develops game theoretic models to investigate the product line design strategy based on the consumer’s behavior from the perspective of the supply chain, where the manufacturer can innovate alone or depend on the innovation behavior of the upstream supplier(s). In order to solve the problems this project mainly uses game theory together with industrial organization theory, optimization and computer simulation. When the manufacturer innovates alone, the decisions of product innovation and product line pricing are considered in the different supply chain power structure, while the decision models for produce line design under different modes of innovation, especially the platform, are also presented. For the condition when the manufacturer can rely on the supplier’s innovation, the supplier can invest in either component process innovation or component innovation. When facing outside integrated competitor, the manufacturer’s variety level and product line pricing decision are studied while the supplier invests in component process innovation. Besides, the interactions between the innovations of supplier and the manufacturer when there are competing suppliers are analyzed in order to get the product line design strategy. The results of the project will enrich the theory of multi product supply chain management and innovation, as well as enhance the competitive abilities of enterprises and supply chains in practice.

为满足市场中差异化顾客需求，越来越多企业通过产品线方式推出产品。企业创新影响产品线多样性程度、质量和定价决策，供应链节点企业之间相互作用使得这些决策更加复杂化。本项目在供应链环境中，基于消费者购买行为，主要利用博弈论的方法，结合产业组织理论、最优化和计算机仿真技术，在制造商独自创新和依赖供应商创新两种情况下，建立博弈模型以研究制造商的产品线设计策略。制造商独自创新时，考虑不同供应链主导模式对产品创新与产品线定价决策的影响；制造商可以采用不同的创新形式，分析平台化产品创新模式下，产品线质量和定价决策。制造商依赖供应商进行创新时，探索零部件过程创新以及外部竞争对产品线横向差异化程度和定价决策的影响；上游供应商存在竞争时，分析零部件联合创新与制造商创新之间的相互作用，并最终获得产品线质量和定价决策。研究成果将丰富供应链产品线管理和创新决策理论，并对提高我国企业及供应链竞争力具有重要的现实意义。

面对全球化竞争环境，越来越多的企业以产品线的方式来满足顾客多样化的市场需求。创新是企业推出新产品以更新产品线的重要方式，然而，供应链节点企业之间相互作用及外部复杂的经营环境使得产品线设计决策更加复杂化。本项目在不同的供应链结构和框架下，研究创新、产品线多样性程度、质量和定价决策。研究表明，在风险厌恶型供应链中，产品的创新和参与人的最优效用依赖于风险厌恶系数；零售商风险厌恶程度越高，制造商应加大产品创新以获得高额的效用。若创新相关系数足够低时，制造商作为跟随者依然可以获得最大的效用。集中型供应链中产品的创新程度高于分散情形，但是两种不同的供应链结构中零售价格的大小取决于创新相关系数；存在风险成本、创新成本时，一般收入共享契约可以协调供应链。制造商创新时，零售商引入自有品牌并不一定会缓解双重边际效应；若制造商具有生产成本优势，则在竞争情况下创新带来的外溢性更强。制造商品牌产品单位生产成本和创新努力水平系数均较低时，供应链中存在帕累托改进区间。当市场中存在竞争者时，为了防止外部再制造产品对新产品的市场挤兑效应，制造商的再制造动机会随着产品之间替代系数的增加而增加。分散供应链中的双边际效应会削弱OEM参与再制造动机。供应链中上下游企业合作研发可以改善供应链整体收益，但有可能会损害部分参与人利益，设置合理的利润分配机制可以激励企业参与合作研发。本项目丰富了供应链产品线管理和创新决策理论，帮助企业更好地设计产品线，并对提高我国企业及供应链竞争力具有重要的现实意义。